Marketing is much more than just a business strategy. Good or bad marketing can make or break a business. Even Mont Blanc is not perfect – their Nicolas Cage ad shows the actor a watch, and an endorsing statement… only, he’s not wearing the watch. Not much of an endorsement. On the other hand, Penny The Pirate shows exactly how important it is to create and run an effective video marketing campaign. This campaign has won 35 major international and national awards, and was named the world’s best marketing campaign in 2016.

Marketing itself is always changing. Remember the days when everything was just a “black-and-white” printed ad on your grandfather’s newspapers? Those days are long gone. Although the traditional printed ads are still there, we are now entering a new era of digitalization, that makes use of technology. What used to be a flyer advertising a local diner is now a banner on a web page that we visit. What used to be a poster on a community bulletin board is now a short clip on a big LED billboard. The tools, mediums, and strategies are different nowadays. This is not to say that print marketing does not have its place, but in short, many things are becoming digitalized and adjusted based on much of today’s modern society’s habits. This is why businesses need to adapt, and one of the ways to adapt can be done through video marketing.

What is video marketing?

The basic definition stays simple: video marketing is a marketing strategy that relies on videos. In this way, your brand will create videos that promote your company, services, or products.

Why do I need video marketing?

Have you ever come across an ad that’s at least 30 seconds long – full of words, and words only? The answer is most likely no. Even if you have, didn’t you feel bored reading all those words? And could you even remember what the ad was all about?

No? Exactly.

Humans in general are more attracted to visuals – things that we can see. Almost 50 percent of our brain is involved in visual processing, and 70 percent of our sensory reports are in our eyes. Plus, people recall 80 percent of what they see and do as opposed to the 20 percent of what they read (which doesn’t mean that you should stop reading books, as reading engages your imagination more, helping you to be a more creative person… which can also be essential for an entrepreneur). This underlying analysis on humans’ physiology and psychology has been the core force that drives the marketing world forward. It is the reason why ads these days are different than they were two or three decades ago.

With video, you’ll not only be utilizing the advantage of pictures, but will be doing much more, since a video is technically a compilation of moving pictures. If you can tell a story of your business with pictures, people are more likely to remember who you are and what you have to offer. According to experts at the Social Science Research Network, 65% of people are also visual learners.

Now you know why you need it.

What are the downsides?

Almost nothing is perfect in this world. While video marketing is supported by various scientific research and facts, it does not mean that it is without its downsides.

For starters, there’s always the cost of production. Creating a video, especially one that looks professional and is of a high standard, can cost quite a big chunk of your marketing budget. Depending on your business’ size, this might or might not be the most efficient way of marketing. Commonly speaking, most videos out there can be completed for less than $10,000. Of course, we are speaking here of high end & professional videos, such as what you’d expect to see on a tv commercial… there are of course much cheaper options available, such as whiteboard videos with voiceovers, animations, and other options.

Don’t expect your video to be finished faster than the normal enlistment process for a local magazine ad either. Based on your video length, you should take into account the time it would need to be edited. The longer your video is, the longer it will take to edit and polish before you are ready to show it to the world. And this is after all the previous steps of creating the video… thinking of an idea, getting a location, props, and people, perhaps doing rehearsals and getting set up, and then actually getting all the shots just perfect… if you’re doing a professional commercial that is.

If videos are more expensive and take more time to create, then why would I want to do video marketing?

The answer is, potentially higher: Numbers – Figures – Amounts – Percentages.

Basically, results.

Here’s an infographic for you to see. In comparison with the traditional way of text marketing, 

And that’s not all either. With visuals, you can improve your website traffic by 12%. Aside from scoring you more sales, you can also put ad space on your website, which increased visitors could click on the ads therein, earning you even more. All in all, if your website or store is optimal, then any increased numbers from video marketing should translate into increased sales.

Okay, that’s all set. I’m going to make one!

To start things off, first plan the concept. How will you approach the video in a way that’s in line with your main product or service, and will best reach your target audience? Create a list of ideas that will help you in your approach, e.g. you want a video on how burning plastic waste can pollute the air if your business is about recycling.

Once you figure out what you need, it might be a good idea to contact a professional digital marketing company. Talk to them and see how they can help you. This may or may not include having online influencers involved in your videos (e.g. using Justin Bieber to promote your brand new microphone product). Also give them a product explanation, how long the video should be, and whatever other requirements or hopes you may have for the video. Of course, if you want to go the cheaper route (e.g. a whiteboard video, animation, etc), there are always options available on websites like Fiverr, etc.

To sum things up, video marketing can be a very effective way in getting your brand name out there and producing better results for your business. If you’re interested but still not sure where to start, we’re happy to help! Contact us today – simply write your name, email, subject, and message. We will be sure to get back to you and assist you to the best of our abilities!

Created by Cyberius, a digital marketing company who specializes in content creation, online community management, and crowdfunding.


References:

https://unbounce.com/funny/legendary-marketing-fails/
http://www.saatchi.com.au/portfolio/penny-the-pirate/
https://www.amazon.com/Human-Anatomy-Physiology-7th-Edition/dp/0805359095
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=587201
https://digitalmarketinginstitute.com/blog/5-successful-social-media-campaigns-you-can-learn-from